Jamie Dunton and Gabriella Botelho are the first graduates of the program, created by the WJA Foundation and Julius Klein Diamonds.
Squirrel Spotting: The Sensory Experience in Retail
Peter Smith shares snapshots of three jewelry stores that he says knock it out of the park when it comes to the retail experience.
If you are even a casual reader of books, blogs and articles on the changing retail dynamic, you can’t help but notice how often writers address the necessity of creating a great retail experience.
In their world, it becomes sensory and experiential, and the decline of standard malls--coupled with the ascendency of more lifestyle shopping experiences--would seem to support their premise.
So, what does the concept of sensory and experiential mean for independent retail jewelry stores?
One of the great joys of my job is that I get to visit retail stores all over the country on an ongoing basis. I see the good, the bad and the indifferent, and I’m always on the lookout for interesting elements or experiences as I soak in the environments.
While there are numerous examples of interesting stores to choose from, I’ll pick three that caught my attention for different reasons.
From the first time I visited, I became a fan of Roberson’s in Little Rock, Arkansas. Before you even enter the store, the custom-made door handles (see below) are a great touch that promises more to come once the customer enters the business.
Once inside, Trish Roberson’s signature (and her background in interior design) can be found in a multitude of carefully chosen details, from the paint colors on the walls to the contemporary light fixtures and the interesting cases, which reminded me of the original De Beers store in London, albeit executed in a much more cohesive way at Roberson’s.
Then there is Kevin Main Jewelry in San Luis Obispo, California.
With a floor made of old-growth Douglas firs and walls of original, exposed brick, Kevin and Kathi Main have created an exciting environment that seems to be of its town (as a point of reference, San Luis Obispo is the only North American “Blue Zone,” as detailed in Dan Buettner’s book The Blue Zones) while setting a higher bar for other retail establishments in their market.
The store is welcoming and authentic, with complementary product stories and a great use of the space.
And lastly, it is impossible not to love what Lindsey Appotive has done with her store, True Bijoux, in downtown Ottawa. There are so many great details in this otherwise narrow and challenging space that it would be hard to imagine any scenario that could improve upon what she has created.
It’s a great space, from the front window displays to the bold choice of colors inside to the “Love Wall,” which is executed beautifully and with a touch that’s indicative of the store’s culture of re-imagination and re-purposing of materials and customization.
As I thought about these three retailers, it seemed to me that as different as they are in so many respects, they had two things in common.
In the first instance, the physical retail stores were respectful of their immediate environments, even as they set a bar just a little higher than their neighbors. They did not stand out for the wrong reasons, i.e., “Let’s do something different to be different!” I was reminded of how the early Starbucks stores seemed to be more cognizant of the physical space around them and worked within that, even as they put their own unique spin on their space.
The second thing I noticed about these three operations is that their unique aesthetics--colors, displays, lighting, music, flooring, etc.--underscored their particular business DNA.
You can sense the synergy between what they are communicating and to whom they are communicating it; Lindsey’s message of fun and affordable re-purposing, Kevin’s message of quality and authenticity, and Trish’s message of catering to customers with a discerning taste and a desire for a special experience.
Robin Lewis and Michael Dart wrote in The New Rules of Retail: “We believe neurological connectivity is achieved when a retailer, brand or service creates a strong psychological and emotional response that operates on a subconscious level for the customer in a way that is typically neither readily understood nor necessarily recognized by the consumer.”
It is true that it is oftentimes easier to recognize something special than it is to articulate what it might be. In the case of Roberson’s, Kevin Main and True Bijoux, they’ve knocked it out of the park and they ought to be an inspiration to anyone who treasures great retail experiences.
Peter Smith, author of Hiring Squirrels: 12 Essential Interview Questions to Uncover Great Retail Sales Talent, has spent more than 30 years building sales teams at retail and at wholesale. He currently is president of Vibhor Gems. Email him at peter@vibhorgems.com, dublinsmith@yahoo.com or reach him on LinkedIn.
The Latest
In the spirit of giving, Retrouvaí will donate $4,000 from the sale of this ring to the Los Angeles Regional Food Bank.
Along with the latest “Gardens” collection, the brand has released limited-edition designs offering more indulgent pieces.
‘Forever Present’ campaign revives the iconic A Diamond is Forever tagline and celebrates the diamond dream.
The man and woman are accused of stealing jewelry from a shipping container then trying to flee by paddling a small boat out into a bay.
The 2,488-carat diamond recovered from a mine in Botswana has been dubbed “Motswedi” while its 1,094-carat sibling is “Seriti.”
The average price per carat hit a record high for the miner, which said it remains unaffected by the conflict in Mozambique.
For over a century, Jewelers of America has been the voice of the industry and valuable resource to jewelers across the country.
The nearly 17-carat stone made history for the color-change gem that, according to the auction house, is experiencing a “notable surge” in the market.
More than a century after survivors gifted a Tiffany timepiece to the captain of the ship that rescued them, the jeweler has reclaimed it.
The videos highlight how pieces from the “Xpandable” and “Reversible Xpandable” collections put the wearer in the spotlight.
The luxury brand is being honored for excellence in high jewelry design in its “Haute Joaillerie Sport” collection.
Circelli was a pioneer in the world of TV shopping who is remembered for his passion for gemstones and his big personality.
The nearly 6-carat stone headlined the recent jewelry auction, which also featured Mica Ertegun’s jewelry.
The three men, who got their nickname because they’d toss the jewelry they stole into black plastic bins, were arrested back in August.
“The History of Diamond Engagement Rings: A True Romance” is a 128-page small-format book containing more than 165 images.
Gearys opened a 6,200-square-foot Rolex store with a design that pays homage to the brand’s connection to the ocean.
The diamond cut grade is now available for marquise- and pear-shaped diamonds.
DDG said the honorees’ business practices embody a commitment to positive social impact, industry innovation, and community empowerment.
Estimates on the size and value of the solitaire diamond, which is mounted on a diamond pavé-set yellow gold band, vary.
These half-moon tanzanite earrings totaling 25 carats are part of a special trunk show taking place this weekend in Dallas.
The National Jeweler editors recap the top news, the best jewels, and their favorite stories of the year.
The highest-grossing lot of the sale was the retired QB’s Rolex Paul Newman Daytona “John Player Special.”
Recent expansion initiatives at the Zambian emerald mine have shown strong production numbers, said Grizzly founder Abdoulaye Ndiaye.
Carrie Forman joins the brand to guide it into the next phase of growth with major and independent retailers in the U.S. and abroad.
The competition awarded 12 designers, each from a country where De Beers recovers diamonds, with business support and tuition assistance.
The high jewelry collection features 14 one-of-a-kind pieces, with serpent and ribbon motifs winding their way through the collection.